Integrating AI into the Boodles SILK system.

Client: “We need to use AI.”
Us: “Sure. what do you want to use it for?”
Client: “We need to use AI.”

Lots of agencies are no doubt having similar conversations with their clients, but aside from some AI chat bots and search agents, we’re not really seeing a lot of sites or platforms which are integrating AI. Sure, everyone’s using AI to speed things up and be more efficient within their businesses, whether that’s using Chat GPT to write copy or Co Pilot for admin, and then with production there are some big advantages to be gained with tools like Claude to support writing and testing software for example.

Our latest project for Boodles, the iconic jewellery brand, includes an integration with Grok AI within the CRM functionality of the SILK platform we’ve designed, developed and continually enhance for them. The new feature, AI-Generated Customer Insights, provides CRM users with automatically generated insights about a specific customer, helping them understand customer needs, context, or behaviour more quickly and extend the customer profiles within the CRM.

How does it work?

System users, typically in the sales team, find and open a customer record within the CRM and use the AI insights panel to request an AI-generated summary for that customer based on available information online and in the public domain - social media activity, memberships, listings, published bios, Directorships etc - to gather insights and build the customer profile. The system automatically sends required data to Grok AI via its API using pre-configured prompts, which have been extensively trialled and tested to provide the right information and shape how the AI responds. Previously generated AI insights are displayed immediately when available. If no AI data exists, the system will generate it; if data already exists, users can refresh/update the data; Administrators can manage and update the system prompt used for all AI requests to improve accuracy.

The accuracy and usefulness of the insights depends on the source data and admin-configured prompts. When the system returns the data, it always prompts the sales person to verify it for accuracy as they would as part of their customer research, but obviously the time saved through automation and using AI is significant - it would take hours to trawl through the web to find the information, and it generally uncovers data from places they wouldn’t necessarily think of looking. 

What are the benefits?

Managing customer relationships are key for all businesses of course, but they’re absolutely vital for Boodles who have many long-standing, repeat customers who purchase high value items regularly. Building strong client relationships is therefore essential and the data gathered through using AI helps to build more detailed customer profiles. It allows the Boodles sales team to not only advise customers about items they might be interested in, but also to learn about the lifestyles which inform those purchases and opportunities to match these with appropriate sales and entertainment activities. For example, Boodles are the main sponsors of the Aintree Grand National as well as tennis and golf events, they also host customer days such as on The Orient Express, all of which represent significant investments so it’s important they match the right people with the right event.

Feature Summary

• Allows system users [sales team] find and open a customer record within the CRM function.
• Users then access the AI insights panel to request an AI-generated summary for that customer based on available information online/public domain.
• The system automatically sends required data to Grok AI via its API using pre-configured prompts.
• The prompts have been extensively trialled and tested to provide the right information and shape how the AI responds.
• Gathered insights then build a customer profile.
• Generated AI insights are displayed immediately when available.
• If data already exists, users can refresh/update the data.
• User prompt to verify data.
• Administrators manage and update the system prompt used for all AI requests to improve accuracy.